1. Food Waste Minimisation A consumer facing campaign July 11th 2007

2. Agenda Setting the scene The communications approach Campaign framework

3. Food waste Problem statement As consumers we throw away 6.7 million tonnes of food and at least 50% of this could have been eaten**. Most is sent to landfill which produces harmful green house gases. WRAP Objective Reduce consumer food waste being sent to landfill by 100,000 tonnes by March 2008 ** the other 50% is inedible food waste such as teabags and chicken carcasses

4. Delivery of this target is dependant on the success of : A consumer-facing campaign The development and roll-out of innovation aimed at reducing household food waste Support in the delivery of both of the above by key partners & stakeholders (including Courtauld Commitment signatories) WRAP & Food Waste

5. Our vision People buy the food they need and get the most out of the food they buy. As a result we dispose of hardly any edible food

6. Emphasis on families With children UK Households Who are we talking to? Environmentally Aware and Food lovers Advocates: Affluent, >55yr, female, empty nesters

8. A Challenging Environment Cost, availability & choice More unplanned shopping trips Lack of time –19 min to prepare a meal Lack of knowledge \ interest Drop in average household size Moves towards shorter shelf-life

9. 51% of people are unconcerned about the issue of food waste Food waste blindness is widespread… only 13% are receptive to, and actively engaged with, food waste 90% of us claim to waste little food Source: WRAP Food Waste Research Summary

10. ……though hidden, good intentions remain 23% of us claim to actively dislike wasting good food 9 out of 10 of us claim we are not opposed to making an effort to reduce food waste Source: WRAP Food Waste Research Summary

11. Communications Strategy To lift our ‘food waste’ blindfolds and encourage positive action By; Grab attention and increase the level to which individuals are personally concerned about their food waste Increasing awareness of the relationship between food we waste and its environmental /economic impact (facts) Supporting the individual’s ability to address the problem by enabling access to solutions

12. Messages will focus on Facts To drive up awareness Guidance To make it easy to act Values To create the personal conviction of the need to act

13. Approach To develop a co-delivered campaign to encourage the public to waste less food The approach is multimedia and integrated –PR supported by.. –Advertising –Web –and viral Critical co-deliverers to develop grass roots engagement are –Retailers –Devolved Administrations –Local Authorities –Community/Outreach Groups ( Peer groups) Critical partnerships to give clarity/illuminate an aspect of the campaign e.g FSA, media partners, Good Food Show

14. The Mindshift strategy

15. Fully integrated media approach Advtg engages us emotionally with hard hitting news and acts as the catalyst for PR PR leads the debate, engages opinion formers, recruits role models and drives consumer interest in relevant lifestyle context Web content is part prescribed and part user-generated with social networking element Community activity provides essential link to personalisation and reinforcement We grab attention….and get people talking

16. We make it personal. What’s in it for me? How do we personalise the campaign so people will: Understand the relevance to them? Understand the personal benefits of doing something Have a personal conviction of the need to act Find it easy to act

17. Motivations for changing behaviours It’s a waste of money (68% of those bothered BL) –Of all Exodus diary respondents, three quarters will change because of the financial cost –Also, 19% of BL respondents who are bothered by food waste, say they cannot afford to throw away good food It’s a waste of good food (45%) Its bad for the environment (20%) –A half of all Exodus respondents cited the environment as a reason to take action to reduce food waste Social consciousness and self awareness –36% of those bothered said they felt guilty by food waste –Of the Exodus diary respondents, 4 in 10 cited the Third World and / or doing the diary as reasons to change behaviour

18. food needs our help to achieve its one objective in life The one thing we want to say …to be eaten

19. Some of the key personal behaviours we seek to influence are: Encouraging the planning of meals e.g thinking about what’s in the cupboard /freezer/fridge ; store cupboard meal staples.. Encouraging people to make informed decisions about food use vs disposal; acknowledgement of food date labels and use of leftovers Helping people judge the amount of food they want to eat, and avoid cooking more than they need Encouraging people to store food to keep it at it’s best for longer, and to eat food before it goes off Celebrate the enjoyment of food and being knowledgable about food - bust some myths and misunderstandings

20. Stimulate our concern and engage us emotionally focus on positive benefits of our actions include simple and clear actions Told in an interesting way Use selective, hard Hitting facts make food the hero Positive tone. Use ‘guilt’ positively Be inclusive – ‘WE, not YOU’ Do help us get the most out of the food we buy Campaign “do’s”

21. Use aggressive imagery and negative focus on food as waste Be afraid of being lighthearted Use contrary facts demand unrealistic behaviour changes Be blaming, finger-pointing Or show starving children Don’t Give us a reason NOT to change Position supermarkets as the ‘fall guys’ Campaign “don’t s”

22. Distinquishing Minimisation & Diversion

23. Look for synergies (& avoid conflict \ confusion) HealthFood Safety Packaging What to do with food waste

24. Food Campaign - PR Julia Falcon

25. Starting to Raise Awareness March 2007 publication of Research Summary Report Significant media activity and consumer reaction

26. Media LFHW - PR Launch Media launch October – 90% in denial – including journalists A venue where journalists and stakeholders will WANT to come Resonance and association with food Opportunity to stage photocall Possible to dress it and stage some theatre “Experiential event” – hands on for guests Output: writers & journalists can write about their own experiences, not just statistics Fire up new debate about LFHW

27. Consumer LFHW - PR Launch “ITS NOT ME, ITS SOMEONE ELSE” 90% of us are in denial – so how come 6.7m tonnes? Come and have a go at home – LFHW DAY to recognise our own waste “Look at what I do in the kitchen, how I cook, what we eat & what goes in the bin” Feedback- test the tips, post your tips and advise

28. Watch this space…